Website
traffic from smartphones and tablets grew 2.6 times from 2009 to 2010 and is
expected to grow 26 times by 2015. Businesses and organizations need to be able
to use analytical tools to analyze mobile traffic on their website just as they
currently do when someone accesses their website through a desktop. Mobile
traffic cannot be analyzed in the same ways that desktop access is analyzed due
to mobile site design, network speeds and many other factors which can make the
data misleading. Not only does the proper technology need to be used to capture
mobile data, but knowing how to analyze that data is key.
If
data such as bounce rate, click-depth, and visit length from mobile access were
analyzed in the same way that desktop access is analyzed, then this data can be
misleading. Bounce rate for example which represents the percentage of visitors
that simply enter the site and then “bounce” off rather than continuing further
into the website. Bounce rate for mobile
users is typically a lot higher when compared to desktop users. Mobile services
are typically optimized to use less bandwidth and to enhance the user’s
experience. This can be seen on most mobile websites where the most useful and
important information can be seen on the first page making it unnecessary to
explore the website further. A high bounce rate percent for desktop users may
mean a poor user experience, but may not be the case for mobile.
Click-depth
has the same limitations as bounce rate when it comes to mobile user
engagement. Mobile usage is fairly fast
paced when compared to desktop usage. With limited display space and also a
limited interface, services are organized in a more user friendly manner on the
front page. A low click depth from desktop users is cause for concern but not
necessarily for mobile users.
Visit length can also be misleading, for instance
someone using a Samsung Galaxy S3 may spend less time on a site then someone
using a Nokia for example. One might assume that the Nokia user may have had a
better user experience on their website by spending more time when in reality
it may have took more time for the Nokia to load the information due to the older
technology, network speeds, and mobile browser.
With proper analytic tools and websites tailored
to capture mobile data, organizations can use the captured data to optimize the
user experience when accessed from a mobile device. When it comes to mobile
devices and networks there are many choices and depending on the location around
the world, network speeds and devices may vary greatly. Proper mobile analytic
technology and knowledge enables an organization to give mobile users the best
experience possible.
http://www.cem4mobile.com/blog/posts/web-analytics-vs-mobileanalytics-what-are-the-key-metrics-for-mobile-and-cspcx/
http://en.wikipedia.org/wiki/Mobile_web_analytics
www.marketpilgrim.com
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